Sensor Tower Releases "2025 State of Mobile" Report

Global market intelligence company Sensor Tower released its "2025 State of Mobile" report providing in-depth analysis of major trends, strategies, and campaigns from last year and all information needed for 2025 strategy development. In-app purchase (IAP) and subscription revenue globally increased 13% year-on-year in 2024, reaching 150 billion USD -- the highest growth rate since 2021. Key findings: total mobile consumer spending (app stores + in-app purchases) reached 150 billion USD globally; gaming remains the largest category but its share is declining as non-gaming subscriptions grow; subscription-based revenue (streaming, productivity, dating) growing faster than one-time purchases; AI-powered apps emerging as a significant new revenue category. Top 20 mobile markets: US remains the largest by revenue; China shows continued growth despite regulatory environment; India shows the fastest growth by new user additions; Southeast Asia (Indonesia, Thailand, Vietnam) growing rapidly as smartphone penetration reaches saturation points and consumer spending power increases. Korea-specific insights: Korea ranks among the top 10 global mobile markets by revenue; Korean mobile gaming is a significant export market; K-pop and Korean entertainment app subscriptions are growing internationally as Hallyu drives demand for Korean content consumption apps.